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More publishers last week joined a group that offers advertisers guaranteed inventory of on-line ad spaces available nationwide in a single-order environment. The Newspaper Consortium, which was founded to affiliate publishers with for recruitment, search, content and cross-selling of advertising, said it has affiliated with the newly founded QuadrantOne, the single-order system launched last month by Tribune, Gannett Co. Inc., The Hearst Corp. and The New York Times Co.

With 138 new affiliations, QuadrantOne now represents more than 250 web sites, or about one-quarter of the newspaper web sites in the country. The participants said that, "More of the consortium's 425 newspaper sites may be added in later phases."

"In joining QuadrantOne, The Newspaper Consortium takes another giant, logical step in uniting much of the newspaper industry for the benefit of audiences and advertisers," said Michael Romaner, president of Morris Communication's Morris DigitalWorks and co-chair of the consortium's steering committee. "Over the last year, our partnership with Yahoo! has driven significant employment revenue for many of our members and set the stage for a continuing series of content and sales initiatives. Together, we are moving quickly into an exciting on-line future."

The consortium's 26 companies include A.H. Belo Corp., Calkins Media Inc., Columbian Publishing Co., Columbus Dispatch, Cox Communications, The Day Publishing Co., GateHouse Media Inc., Hearst, Herald Media Inc., Journal Register Co., Lee Enterprises Inc., The McClatchy Co., Media General Inc., MediaNews Group Inc., Morris Communications Co. LLC, Paddock Publications Inc., Paxton Media Group, Philadelphia Media Holdings LLC, Shaw Newspapers, the Buffalo News, the New York Daily News, The E.W. Scripps Co., Times-Shamrock Communications, Times Publishing Co. of Erie, Pa. and the Tribune Review Publishing Co.

In other on-line ad media news, Journal Communications Inc. -- publisher of the Milwaukee Journal Sentinel -- also said last week that it had joined The Newspaper Consortium.

The addition of the Journal Sentinel gives the consortium "a critical mass" of more than 635 newspapers across 43 of the country's top 50 designated market areas (DMAs).

Ah, this is what the ill-fated New Century Network was supposed to be and do. Too bad it took more than a decade after its implosion to get the functions off the ground.
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Date:Mar 24, 2008
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